Once you have your winner’s ad set in place, you can run tests against it to further optimize your campaign. For example, you might test different variations of ad copy or imagery to see which performs best with your target audience. By continually refining the options that you let Facebook’s AI make as your “employee”, you can maximize the effectiveness of your ad campaigns and drive more traffic, leads, and sales for your business.
The focus of advertising campaigns should be on improving overall efficiency and blended CPA. Creative tests are useful for generating new ads but the ultimate goal is to produce winning posts. As campaigns improve, the focus shifts to stress testing and determining how much more can be spent before taking any other action. Increasing spend in one campaign can be offset by reducing spend in another, with the goal of optimizing the ad account. The goal is to leverage AI and machine learning to maximize spending within the most efficient campaigns. Budget shifts should be limited to no more than 10% and no more than three times a week to fully understand the impact on the ecosystem. It’s important to prioritize overall business results and not the ego of the marketer. By following these principles, campaigns can scale and become highly profitable.